摘要
中国电影市场的繁荣凸显了电影票房表现差异显著的异质性特征。社会资本对产品创新、个人和企业绩效具有良好的解释力,但合作网络中形成的团队社会资本对电影票房绩效的影响讨论尚不多;社会资本的重要性已获得广泛认同,但学术界对组织利用社会资本影响消费市场的过程机制还知之甚少。基于中国(不含港、澳、台地区)2011年至2019年上映的1496部电影微观数据,运用社会网络分析的方法测量包括导演、编剧和主要演员共8074位电影人构成的电影创意群聚网络,利用电影票房衡量市场绩效以实证检验社会资本对市场绩效的影响。基于资源依赖理论进行机制分析,讨论社会资本对电影票房的影响路径。研究结果表明,电影票房与电影合作网络中形成的联结型社会资本呈倒U形关系,社会网络嵌入过度和边缘化均不利于电影人创造票房佳绩。利用工具变量解决内生性偏误后的回归结果表明,电影合作网络中镶嵌的社会资本显著影响电影票房表现,该结论在一系列稳定性检验下均成立。机制分析结果表明,电影团队社会资本是造成业绩差异、形成竞争优势的主要来源,有利于院线排片差异化选择、降低合作沟通成本、减小决策风险,促进院线合作意愿。社会资本通过影响院线排片意愿和物料播放量,进而影响电影票房的市场表现。研究结果验证了社会资本对电影票房绩效的双重影响,一方面,通过串联电影产业社会网络核心到网络边缘的快捷路径,加速资源和信息的流动和迭代,有利于促进创意碰撞、萌发和孵化,提升电影票房;另一方面,警示网络行动者网络过度嵌入不利于电影票房的市场表现。厘清了专业网络中镶嵌的社会资本外溢影响消费市场的机制,为电影产业更有效率地制定宣发策略和院线合理排片提供实证依据,丰富了对电影票房影响因素的研究�
The prosperity of the Chinese film market highlights the heterogeneous core characteristics of the film box office.Social capital has a good explanation of product innovation,individual and enterprise performance,yet the impact of team social capital formed in informal networks on film box office performance remains unclear.The importance of social capital has been widely recognized,however the mechanism that how the organizations utilize internal social capital to influence the consumer market is not well-informed.Based on the micro data of 1496 films released in the Chinese mainland region from 2011 to 2019,the film creative cluster network composed of 8074 directors,screenwriters and main actors is measured by social network analysis to empirically test the influence of social capital on the film box office.The regression results solved endogenous bias by instrument variables show that the social capital embedded in the film cooperation network significantly affects the market performance of the film,and the conclusion is produced under a series of stability tests.The research results show that the film box office and the joint social capital show an inverted U-shaped relationship.Both excessive embedding and marginalization of social networks are not conducive to filmmakers′box office success.The mechanism analysis discusses the influence path of social capital on the film box office,based on the theory of resource dependence,the social capital of the film production team is the source of performance differences and competitive advantage.Through the differentiated choice of cinema line arrangement,reducing the cooperation and communication cost,the decision-making risk,the cooperation willingness of cinemas is promoted.Social capital affects the willingness of cinemas and the material supply,and subsequently affects the market performance of the film box office.The results validate the dual impact of social capital on film box office performance initiate the actors in the cooperative network that on one han
作者
何双男
徐晓庚
HE Shuangnan;XU Xiaogeng(Management School,Shih Chien University,Taipei 10464,China;Management School,Anshan Normal University,Anshan 114005,China;School of Fine Arts,Central China Normal University,Wuhan 430077,China)
出处
《管理科学》
CSSCI
北大核心
2021年第5期41-52,共12页
Journal of Management Science
基金
辽宁省教育厅人文社会科学研究项目
鞍山市哲学社会科学研究项目(as20212036)。
关键词
社会资本
电影票房
市场绩效
社会网络分析
宣发策略
social capital
film box office
market performance
social networks analysis
promotion and distribution strategy
